Beauty Store That Only Sells Instagram-Famous Products

Have you ever heard of Richard Parrott? Me neither. Until I read this interesting article about him, it turns out that he owns a beauty shop in Soho. And he doesn’t sell casual beauty products you can buy at any drugstore, no. Richard Parrott only sells products that became famous through Instagram. Honestly, I think that’s a pretty cool idea. + The products aren’t even as expensive as you thought!

Richard Parrott is a 42 years old dad who happens to be really good at Instagram stalking. His shop is called Ricky’s NYC.

So how does Richard actually finds the most-famous products on Instagram? I don’t think it’s that easy, right?

“I open Instagram in the morning and fall down the rabbit hole. Say I’m following NYX Cosmetics, and they post a picture of a girl wearing incredible lipstick. If the caption says, “Thanks to so-and-so …,” I’ll click on that person. Then I start looking through their posts and find a picture of a lipstick that’s even better than the one they posted of NYX. I click on that one and see who liked it and just keep going. You click through ten different people and 20 different comments until you’re like, What is this brand? I’ve never even heard of them! That’s when we reach out.”

I’m convinced that this guy should write a book called: “The official guide for Instagram stalking” because that’s damn good. I think any girl could use this to stalk their exes, and his exes and his ex’s hot brother and go on…

Can we say that you’ll be carrying many Kardashian-endorsed products?

Yeah. One example is this self-tanner called Cocoa Brown ($14) out of Ireland. I was already carrying it in Ricky’s before Kylie Jenner posted about it, and I vaguely remember the owner telling me she had some sort of connection to the Kardashians’ PR. Maybe that person gave the tanner to Kylie, who then used it and liked it. She posted a really realistic picture of herself in a bikini with Cocoa Brown off to the side with a caption like, “This is my favorite self-tanner.” They definitely didn’t give her a million dollars to do that, and people respond differently when it’s real. After that picture, I sold out of everything I had.

Too bad I did not know about Ricky’s NYC when I was in New York, damn. I think it would be a great success if he’d open more shops, for example…Europe? The Netherlands maybe..? Oh, just suggesting.

The best thing of Richard’s shop might be that he does not only sell makeup but also little accessories like phone cases, notebooks and those cute little must-have things, because let’s be honest, those are quite Insta-famous too.